Hey all! Welcome back to the #SocialBlog!
It’s time to start scheduling out your content based on best practices for times to post, how often to post and how much time in between posts.
I want to begin by saying that even though this “data” works for some brands, it may not work for all. The reality is that posting times and how often to post all comes down to your following.
Let’s jump into best practices!
Best times to post –
The best times to post can vary based on if your business is B2B or B2C. According to an article from Hootsuite, B2B companies can expect to have “high traffic times” during:
B2C businesses may find different times considered “high traffic” times:
Please remember that based on your industry and followers these times can dramatically change. It’s important to test a few different strategies and determine what is best for your brand.
How often to post –
How often a brand should post really depends on the shelf life of the platforms (I will get into this in the next section). Again, this will be based on your following, but on the low end, I would never suggest a brand post less than 4 times per week on each platform they are on.
That being said, these are suggested post frequencies based on the platform:
I realize that not all brands with and the capability to post this much each week whether it’s because of lack of time or lack of content. Again, pay attention to your followers and what they engage in so you can better optimize your content strategy and even if you’re posting 4 times a week, you’re posting content that’s valuable to your audience.
The shelf life of posts –
A person’s news feed speed on any platform will be determined on the number of people they follow. It’s important to understand that most platforms do not post your content in chronological order, but rather based on if the platform THINKS your following will be interested in the post.
Even with that in mind, it’s important to spread your posts out if you’re posting throughout the day:
Normally, you can expect your engagement on your post(s) to reach its “full potential” within the first 12 hours. This can change based on the post and if it has gone viral or not. However, with many social media platforms not posting content chronologically, your post can pop up on someone’s feed weeks if not months later. This is why it’s important that even if you do post similar content you change up the creative and the copy. The goal of the post can be the same, but the post as a whole should vary.
Even with using these best practices, it’s important that as a brand you analyze and understand what your following “likes” and engages with. Test out your content between photos, videos, interactive posts of so forth to get to know your followers. After you learn what they like and the best times for them, optimize your content calendar to that.
Pro Tip: If you are having trouble finding times that best fit your business, looking into the “WhenToPost” app, your social media’s insights or optimize your Buffer account to the location of your brand(s).